Initially, the customers for the 737 MAX were not disclosed, except for American Airlines. On November 17, 2011, Boeing released the names of two other customers – Lion Air and Aviation Capital Group. At that time, Boeing reported 700 commitments from nine customers for the 737 MAX.[1][2] Then on December 13, 2011, Southwest Airlines announced they would be the launch customer for the 737 MAX with a firm order of 150 aircraft and 150 options.[3][4]

As of September 30, 2018[update], Boeing had 4,783 firm orders from 98 identified customers for the 737 MAX,[5] and the top three identified airline customers for the 737 MAX are: Southwest Airlines with 310 orders, Flydubai with 251 orders, and Lion Air with 251 orders.[5]